Fitt Insider

September 11, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Apple Watch adds a readiness score, Health Age feature, and $119 blood-testing panel, using its 100 million users to challenge Oura and Whoop on distribution
• Salomon signs a five-year global partnership with IRONMAN, becoming title partner of the World Championship in Kona starting in 2027
• Eli Lilly uses its GLP-1 windfall to expand into women's health, recruiting scientists across osteoporosis, preeclampsia, and endometriosis

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

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Reach out → [email protected]

September 10, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Equinox nears deal to refinance $1.8 billion in debt as owner Silver Lake bets on continued growth in the luxury gym chain's core high-end model
• Athletic Brewing adds NFL quarterbacks Drake Maye and Dak Prescott as athlete-owners, deepening its hold on the non-alcoholic beer market
• Stanford, MIT, and University of Chicago study finds SNAP soda restrictions cut sugary drink purchases 12%, giving policymakers new evidence restrictions work

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]

September 9, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• HYROX gets new majority owner as L Catterton-led consortium acquires the stake in a deal reportedly worth around $700 million
• Kendall Jenner joins TRIP as global ambassador and equity shareholder as the calming beverage brand tracks toward $200 million in revenue
• System raises $20 million to build a vertically integrated peptide platform, betting on infrastructure as the category approaches $163 billion globally

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]

Today, I'm joined by Oskar Holmblad and Emil Sjölander, co-founders of Nomio.

A natural performance enhancer, Nomio is a refrigerated broccoli sprout shot that reduces lactic acid to extend endurance during intense training.

In this episode, we discuss the new ritual for elite athletes.

We also cover:

• The Swedish science behind the product
• Elite athlete seeding as core go-to-market strategy
• The challenge of explaining a new ingredient to consumers

Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider

Website: www.drinknomio.comIG: www.instagram.com/drinknomio

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.

Fitt Talent: https://talent.fitt.co/Consulting: https://consulting.fitt.co/Investments: https://capital.fitt.co/

Chapters: (00:00) Introduction (01:00) Founder backgrounds (02:00) What is Nomio (03:00) Isothiocyanates and Swedish research (04:00) Nitrate pioneers and discovery story (08:00) Product feedback from athletes (10:00) Early adoption and repurchase rates (15:00) Scaling and production (20:00) Athlete seeding strategy (25:00) Credibility and positioning (31:00) Science versus storytelling balance (33:00) Market differences across regions (34:00) 2028 Olympics ambition (36:00) Growth flywheel (37:00) Conclusion

September 4, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Equinox negotiates to refinance $1.8B in debt and add fresh capital as owner Silver Lake doubles down on the high-end fitness model
• Barilla acquires better-for-you brand GOODLES, which holds 8% of the boxed mac and cheese market, keeping it independent while adding distribution scale
• Oura files publicly for its IPO showing revenue up 74% to $1.4B and 5M+ members, pitching itself as a health intelligence platform at a $16B valuation

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]

September 3, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Medici Brands raises $250M Series B to build a house of health-focused food brands, scaling David Protein past $300M in 2026 revenue
• Oura integrates its Menopause assessment with 10 care partners including Alloy and Maven, moving from data collection into real-world care workflows
• OpenAI connects ChatGPT for Healthcare to Epic, letting authorized clinicians pull patient records directly into supported workflows in a UCSF Health pilot

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]

September 2, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Scan.com raises $220M to expand its medical imaging network, connecting patients and providers through a single API in a $100B+ US market still run by phone and fax
• Atlas opens pre-orders for a $499 behind-the-ear EEG wearable tracking presence, stress, and energy burn using over 500,000 real-life brain recordings
• Dyson launches the $499 CameraJet toothbrush, using a built-in camera and AI to identify gaps in real time and fire precision mouthrinse

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]

September 1, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• Nike sponsors sorority rush events at six schools including South Carolina and Texas, formally engaging campus communities for the first time
• PwC UK estimates the country could support 600 to 850 more high-value, low-cost gyms, with weight-loss drugs also driving reported gym use up 22%
• Healf lands minority investment from SEMCAP after surpassing £100M in annualized revenue, backing expansion of its personalized wellbeing platform

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]

Today, I'm joined by Lorne Lucree, founder & CEO of Wizard Wellness.

Aspirational allergy support, Wizard Wellness is applying skincare logic to nasal care with its drug- and steroid-free sinus microbiome system.

In this episode, we discuss why the allergy aisle is ripe for disruption.

We also cover:

• Missing solutions for a large TAM
• First clinical testing and vanity metrics in allergy aisle
• Beauty playbook: microbiome science meets friction reduction

Subscribe to the podcast → insider.fitt.co/podcast

Subscribe to our newsletter → insider.fitt.co/subscribe

Follow us on LinkedIn → linkedin.com/company/fittinsider

Website: www.wizardwellness.com

Available at Amazon, Walmart, CVS, and Target

Store Locator: https://wizardwellness.com/pages/where-to-buy

Instagram: https://www.instagram.com/wizardwellness

Tiktok: https://www.tiktok.com/@wizardwellness

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The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.

Fitt Talent: https://talent.fitt.co/

Consulting: https://consulting.fitt.co/

Investments: https://capital.fitt.co/

Chapters:

(00:00) Introduction

(01:18) Background and overview

(03:15) Drug-free, steroid-free approach

(04:30) Prestige beauty connection to allergies

(05:45) Microbiome science evolution

(07:30) Vanity metrics and clinical testing

(09:15) TAM and market opportunity

(12:27) Drug-free solutions gaining traction

(15:00) Customer acquisition and messaging strategy

(19:00) Cleanse, relieve, balance

(20:15) Navigating the education path

(23:15) Oral care and skincare parallels

(27:30) Shelf positioning and brand blocking

(29:15) Expansion and messaging

(31:48) Where to find Wizard Wellness

(32:23) Conclusion

August 28, 2026: Your daily rundown of health and wellness news, in under 5 minutes.

Today's top stories:

• The Sports & Fitness Industry Association reports 70% of Americans did a fitness activity in the first half of 2026, with strength training and Pilates surging while pickleball's growth slows and padel jumps 14.5%
• Study of 878 former NFL players finds CTE in 24.5% of examined brains, with researchers estimating the true rate could be far higher
• Abbott wins FDA authorization for Libre Duo 10 Day, a biowearable tracking glucose and rising ketone levels to help prevent diabetic ketoacidosis

Today's episode is brought to you by AIIR — a modern communications and experiential agency for health, wellness, fitness, and performance brands. From earned media to events and creator-led campaigns, AIIR helps companies sharpen their story, earn attention, and build trust that compounds. Visit https://aiir.agency to learn more.

More from Fitt:

Fitt Insider breaks down the convergence of fitness, wellness, and healthcare — and what it means for business, culture, and capital.

Subscribe to our newsletter → insider.fitt.co/subscribe

Work with our recruiting firm → https://talent.fitt.co/

Follow us on Instagram → https://www.instagram.com/fittinsider/

Follow us on LinkedIn → linkedin.com/company/fittinsider

Reach out → [email protected]